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Small Business Marketing Secrets: Don’t Get Stale!

As humans, we are captivated by motion and action—that’s just our nature (for most of us, anyway).

That’s why the action movie genre is so successful. It’s why NASCAR is popular, and football, and just about every other sport out there.

The same principle applies to marketing—consumers are naturally attracted to action and movement. If movement and change aren’t occurring, they lose interest.

That’s why banks, insurance firms, and breweries, to name a few, are constantly changing their marketing angles.

It’s not that their products or services are changing.

No, these national brands are simply creating the perception of action, motion, and change.

A classic example was the recent Miller Lite “Vortex Bottle” campaign. Nobody in their right mind really believed that the vortex at the neck of the bottle made any difference in the taste or quality of the beer.

So why did Miller Lite spend millions promoting it?

Because it was different. It was interesting. It was new.

How can you apply this principle to your marketing campaigns as you keep your company image interesting, engaging, and fresh?

Run seasonal promotions. Short, season-specific promotions are a great way to keep your marketing campaigns fresh. Whether it’s a holiday special, a back to school BOGO offer, or something else entirely, offering short term promotions is a great way to keep your audience engaged.

Update your graphics and ad copy. Whether it is direct mail, print advertisements, or your website, there is no reason to run the exact same ad year after year. Of course, you don’t want to do anything that could reduce your response rate—but simply using new images or a new headline is a great way to make an old offer seem brand new.

Combine existing products or services into brand new packages. You don’t have to reinvent the wheel to keep your offerings fresh—sometimes, it’s just a matter of presenting them differently. Create a package deal, which is simply a combination of products or services that you offer, and market it as a brand-new opportunity. It’s simple, but it works!

Keeping your marketing efforts fresh and interesting isn’t difficult and doesn’t have to be expensive. It just takes a bit of your time and your creativity as you look for a fresh “spin” on your marketing campaigns.